Campari Group has released an extension of its Courvoisier cognac mark that is produced specifically for the Chinese market.
According to the Milan-headquartered group, Rebold, which is being rolled out this month, is the first Courvoisier produced exclusively for China. The Aperol, Grand Marnier & Wild Turkey brand owner said Rebold will be targeted at “a new generation” of drinkers and was “ideal for mixing”.
The 40%-ABV iteration will initially be available in a 70cl bottle with an SRP of CNY248 (US$37.19), depending on region, as well as in a 5cl miniature. Next year, a 50cl pack will be added to the range.
“Rebold marks an exciting new chapter for Courvoisier in China,” said Campari Group’s House of Cognac & Champagne MD, Louise Dennett. “Created for a new generation, it captures a more contemporary way to enjoy cognac … . Unmistakably Courvoisier, it is crafted to be poured, passed and shared.”
The launch coincides with the debut earlier this month of Campari Group’s new global platform for the cognac brand, ‘Pass The Courvoisier’. The marketing focus “marks the start of a major long-term creative platform shift for the brand, with further news on its repositioning set to break in 2027”, the company said earlier this month.
